On-demand TV takes off in Britain

British viewing habits have changed drastically in the space of a year thanks to the development of on-demand TV, according to research.

The report shows 37 per cent of viewers are now used to creating their own TV schedules. Last year’s figure was 17 per cent.

More than three-quarters (79 per cent) of British consumers predict traditional TV schedules will have disappeared by 2018, according to the Tiscali TV Trends Report.

Sixty-four per cent now say traditional TV schedules are too restrictive on their viewing. Of those who do view on-demand content, 62 per cent are watching on TV, while 38 per cent use computers.

The main reasons for using on-demand include catching up on missed programmes (58 per cent), overcoming schedule clashes (39 per cent) and flexibility (49 per cent).

The report follows the launch of on-demand services from the BBC (iPlayer), ITV (ITV.com) and Channel 4 (4oD). It comes as the BBC revealed that more than 3.5 million programmes were accessed through the BBC iPlayer in the fortnight following the marketing launch on Christmas Day.

Over a million visitors used the site, which allows viewers to choose BBC programmes of the last week, between December 25 and January 7. A quarter of a million programmes have been downloaded or streamed everyday since December 25 on the iPlayer.

The survey was conducted by Tickbox, polling 1,760 adults in the UK.

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